Unique Collaboration Sparks Bold Creative Direction for Technology Network
LOS ANGELES, CA and DELFT, THE NETHERLANDS – Combining their distinct creative skills and resources, award-winning design studios Onesize (www.onesize.nl) and yU+Co (www.yuco.com) teamed together to deliver the comprehensive redesign of G4 (www.g4tv.com), the LA-based network seen in 61 million homes that boasts being the fastest growing network on television for 2006.
“We were looking for a network redesign that was unique and sophisticated with a point of differentiation that we could build on to help carry any number of programming and marketing initiatives,” said Scott Bantle, G4′s Senior VP of Creative Services. “This turned out to be that and much more.”
As a network, G4 covers a lot of entertainment ground – featuring shows about technology, gadgets, video games, web culture and beyond – all aimed squarely at a male18-34 demographic. From a branding standpoint, the new G4 look needed to encapsulate all of those diverse interests in way that resonated with their core audience.
When Onesize was invited to the pitch by G4, the company saw it as an ideal project to team with yU+co. Working together on the initial pitch and overall design idea, the two companies responded with a concept that made the crucial visual connections G4 needed. But in an interesting twist, the redesign also empowers G4 with an amazing amount of customization and control over the design so they could internally create an infinite amount of specialized, program-specific animation sequences.
For Rogier Hendriks, Co-Founder/Creative Director of Onesize, the notion of providing G4 this level of control was precisely what they needed. “We wanted to create a look that would encapsulate all of the network’s components into one iconic image, while at the same time give them everything they needed to create their own specialized short animations within the framework of our design,” says Hendriks. “Basically the redesign is a big toolkit consisting of about 300 different animation sequences.”
In broadstrokes, the look consists of an array of 3D animated photo-real images of such G4-centric items as an iPod, a classic video game joystick, and a hip cellphone, all hovering around a silhouetted box shape containing the G4 logo. In the background, bold colors are accented by a circular pattern that visually suggests a tornado of iconic images – complete with wires dangling everywhere – coming together inside the G4 logo and tagline “TV That’s Plugged In.”
The key to the design is that it never has to look the same way twice. Every aspect from the color of the background textures to the specific imagery is customizable, with Onesize and yU+co creating hundreds animation sequences that can be stacked in any way imaginable.
From a workflow perspective, yU+co modeled and animated a library of 3D elements, which were then passed to Onesize to be animated. Once the animations were refined, Onesize sent the animations to yU+co to present to G4 for final approval.
“During the pitch we went back and forth with Garson Yu, (yU+co Founder/Creative Director),” said Kasper Verweij Co-Founder/Creative Director of Onesize. “We deliberately avoided clichéd technology imagery and strove to make the visuals work in a powerful way with the audio tracks.” Composer Jeff Dodson of Runsilent, Hollywood, CA created the audio tracks, which are also fully customizable.
While it’s unusual for two design companies who might normally compete against each other to collaborate so closely, for Garson Yu, this is the future for the global minded design studio. “This was a great experience for us to work with a European company that we truly respect, ” said Yu. “It helped us grow as a company to work with new people with different ideas and ways of communicating. I’m proud of what we accomplished together.”
Recognized as an industry leader in design and motion graphics with offices in Los Angeles and Hong Kong, yU+co. (www.yuco.com) specializes in TV show opens and network graphics packages, main and end titles for film and television, trailers, theatrical logos, and commercials. For more information contact: Dianna Costello, Director of Business Development for yU+co. (323-505-6060). The company is represented on the west coast by MUTT, Los Angeles (310-990-6100); on the east coast by John Naitove (212-633-6211), and in the midwest by Donna D’Aguanno (312-953-7029).
Onesize is a Dutch, Delft based creative studio, founded in 2001 by Kasper Verweij and Rogier Hendriks. Focusing on design, animation, visual effects and direction for commercials, broadcast and film, the company is known for its work with international brands/clients, as well as their experimental expressions. It is in the combination of live-action, 3D, graphic design, sound design and music Onesize follows the paths that leads to fresh takes in design and concept. For more information contact executive producer, Michele Maples in Los Angeles at 310-383-9074
G4, the fastest growing network on television for 2006, launched in April 2002 and is now available in 61 million cable and satellite homes nationwide. The #1 podcasted cable network in America and a leader in VOD, G4 embraces the male 18-34 audience and their fascination with video games, the Internet, broadband, technology, comics and animation. Additionally, G4 provides breaking news and insider opinions on these topics as well as the broader culture young men are interested in. The company is headquartered in Los Angeles and is owned by Comcast Corporation. To learn more, log onto www.g4tv.com.
More than simply a repping firm, Michael Bennett founded the Santa Monica, CA-based MUTT with the goal of being comprehensive ‘career management agency’ for his clients. Thus, in addition to providing a first-class sales effort, MUTT separates itself from the ‘rep pack’ by giving clients access to an array of marketing and public relations resources that few can match. His investment in the state of the art Wiredrive digital file sharing system means he can deliver custom-tailored reels to his extensive contacts in the entertainment/advertising community on demand. The end result is a unique business resource that not only contributes to his client’s sales, but also takes the long view in developing their business and brand. MUTT’s current roster of creative A-listers includes Cake Edit, Pi, yU+co, Silo Films, Traffic Films and Noiselab Music. For more information check out http://www.mutt.tv or contact Michael Bennett at Michael@mutt.tv
Client: G4 Network
Project: Network redesign
President: Neal Tiles
Title: Scott Bantle
Title: Rick Hassen
Producer: Tricia Porter
Design/Post: Onesize, Delft, The Netherlands;
yU+co, Los Angeles
Creative Directors: Rogier Hendriks, Kaspar Verweij, Garson Yu
Executive Producer: Michelle Maples
Music/Sound Design: Runsilent, Hollywood, CA
Composer: Jeff Dodson
Click here to watch Quicktimes of G4 redesign:
Click here to check out yU+co’s website
Click here to check out the Onesize website